Perfetti Van Melle India (PVMI) has expanded its portfolio of its snacks category with the launch of ‘Stop Not Stixz’. This adds to the brand's current variants 'Stop Not Golz' and 'Stop Not Disks'. To announce the launch, a television campaign conceptualised by Soho Square has been rolled out.
The film opens with two young boys watching television at home. Their father comes in and seats himself, asking them if they do not have school the next day. Grabbing the remote, he shifts from the wrestling the kids are watching to a news channel. The brothers plead with their dad to hand back the remote, but the father responds to this by saying 'Ache bacche zid nahi karte' (Good children should not be stubborn). They decide to distract their father by offering him 'Stop Not Stixz'. He tries the snack and gets hooked. His sons grab the packet back, offering more in exchange for the remote. The film ends with the father shown succumbing to the children and the snack, and handing the remote back to them.
Samit Srivastava, head - snacks business, Perfetti Van Melle India, said, “It was an interesting way to communicate 'Stop Not Stixz'. The situation is extremely endearing, real-life and something every kid can relate with. We are extremely confident about the new brand and are sure that the new TVC will help generate excitement amongst kids.”
Anuraag Khandelwal and Satish deSa, ECDs and creative heads, Soho Square, Mumbai, explained the insight: irrespective of how old one is, the dad, once he is in the room, gets the remote to watch what he pleases. The team chose to play on this insight, showcasing the tempting new snack.
Client: Perfetti Van Melle India
Creative agency: Soho Square
Head of office: Samrat Bedi
Account management : Mohit Ahuja, Benitta Jacob, Richa Dholi
Account planning : Shashank Lanjekar
ECDs and creative heads: Anuraag Khandelwal, Satish DeSa
Creative: Anuraag Khandelwal, Satish DeSa, Ankur Jain, Sanjay Ujawane
Production house: Corcoise Films
Director (film): Binay Pradhan